Factors Influencing the Acceptance of Online Mobile Auctions using User-Centered Agile Software Development: An Early Technology Acceptance Model

Abstract

e-Commerce is booming everywhere, and Saudi Arabia is no exception. However, the adoption and prevalence of online mobile auctions (aka m-auction) remain unsatisfying in Saudi Arabia and the MENA region. This paper uncovers the enabling factors and hindering barriers against the use of mobile auctions by online consumers. To this end, a multiphase mixed methods design is applied to acquire an in-depth understanding of online mobile bidding or auctioning attitudes and practices of the Saudi auctioneers and bidders. Initially, an interactive mobile auction app was developed by applying the principles of user-centered agile software development (UCASD) methodology, which incorporated several design iterations based on feedback from 454 real users. The mobile auction requirements were collected using a mix of research methods, including a survey, focus groups, prototyping, and user testing. The UCASD methodology positively influenced the early evidence-based adoption and use of mobile auctions in the Saudi market. Subsequently, three consecutive focus groups were conducted with another 22 participants to induce further insights regarding the antecedents impacting the intention to embrace online auctions using mobile phones. A taxonomy of requirements coupled with thematic analysis of the discussions gave rise to 13 influential factors of mobile auctions, namely risk, quality of products, trust, ubiquity, usefulness, access to valuable products, ease of use, age, social influence, monetary costs, enjoyment, past experience, and facilitating conditions. Our inductive approach resulted in an early technology acceptance model of mobile auctions. We conclude by reflecting on the challenges observed to suggest some practical guidelines to pave the way for other researchers in this promising area to carry out experimental studies to ameliorate the proposed model.